Let’s get this Saturday morning started with a report from this weekend’s Stagecoach Festival in California where the Great Lingerie Wars of 2026 will be fought with Sydney Sweeney bringing her SYRN brand to the Coachella Valley grounds to win Gen Z hearts.
Based on the social media out of the event from last night, Victoria’s Secret executives better call an emergency marketing meeting on Monday morning because there’s been a major development. We know that Sweeney has no problem attracting young men. But, can she win the hearts and minds of women who will buy the lingerie?
Uh, take a look at this video from last night where Sweeney was absolutely mobbed by young women at a Stagecoach concert. Those emotions aren’t staged. These young women see what those of us with a brain see â Sweeney is a cultural icon that has now resurrected American Eagle and she’s officially shaking up the lingerie business.
As I wrote in Screencaps earlier this week, Livvy Dunne, 23, is now collaborating with Sweeney which adds huge credibility within Gen Z consumers. How has Victoria’s Secret countered Sweeney in the war for hearts and minds? It went out and signed the WNBA’s Angel Reese to model its bras and underwear.
Other big moments from Friday night at Stagecoach included Sweeney flicking underwear into the crowd at a SYRN pop-up saloon and singing a duet with Bailey Zimmerman. Oh, and Ashton Kutcher and Mila Kunis stopped by the Sweeney party.
You tell me who’s winning this war? Email: joe.kinsey@outkick.com
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Are you kidding me? This is a polo you’ll be able to wear into a five-star hotel or into
